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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Digital Advertising (Hardcover, 2nd edition)
Loot Price: R3,711
Discovery Miles 37 110
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Digital Advertising (Hardcover, 2nd edition)
Expected to ship within 12 - 17 working days
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This core textbook addresses structural change in the advertising
industry, its legal and political environment, and the ways in
which people engage with advertising. Providing an assessment of
the contemporary and emergent advertising techniques that drive the
world's largest media companies, this second edition charts the
scope of recent change at both analytical and creative levels.
Accounting for a re-shaped advertising industry, this key text
introduces the reader both to the practical make-up of digital
advertising, and the theory needed to understand its history and
future direction. Succinct and accessible, this is an ideal text
for undergraduate courses in advertising, media studies,
communications and marketing. This timely and engaging book is also
an essential resource for academics and anyone interested in
advertising and what funds modern media. New to this Edition: -
Fully updated to account for the re-shaped advertising industry and
transformed media landscape since the publication of the first
edition - Added coverage of topics including: the creative uses of
technology, novel modes of storytelling, adblocking, the
pre-eminence of analytics and big data, privacy, growing interest
in data about emotional life, and alarm about the role of
artificial intelligence and automation in advertising - Increased
number of case studies and analyses of campaigns
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